Craft a Great On-Page Local SEO Strategy for Raleigh SMBs
Small- and medium-sized businesses (SMBs) in North Carolina can use local search optimization as a powerful strategy to be visible and compete aggressively with big companies. Even better, crafting a winning campaign with a Raleigh SEO company is less stressful and overwhelming.
This article covers five effective techniques experienced search engine optimization (SEO) teams execute:
- Create and maintain a consistent NAP.
- Develop unique content for every page.
- Pick keywords according to user intent.
- Manage online reputation.
- Take advantage of geotags and image optimization.
Read the article to learn how each tactic contributes to your local SEO plan. Let’s go!
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1. Create and Maintain a Consistent NAP
NAP stands for name, address, and phone number. These are three crucial pieces of information that, sadly, many small businesses fail to update or even fill out in business listing applications.
A consistent NAP offers many benefits. It
- Helps search engines accurately identify and index your business,
- Provides a satisfying customer experience (isn’t it frustrating to dial an already-unused phone number?),
- Demonstrates that your business is reliable, legitimate, and established,
- Promotes accurate mapping and navigation,
- Avoids confusing duplicate business listings across directories, and
- Unifies your brand identity and makes it easier for customers to find and recognize your business across different channels.
Keeping all these three details consistent can be challenging for SMBs because it can be time-consuming. A Raleigh SEO company can help manage it on your behalf. For example, it can build a master list of all your business listings and track the progress of listing accuracy. It can also automate the process using artificial intelligence (AI) tools.
2. Develop Unique Content for Every Page
On-page optimization makes your local content visible online. However, it becomes less effective when the articles you publish on the site are similar. This usually happens when you decide to develop a template for all location pages, only changing the addresses, say, from Varina to Zebulon.
Duplicate content can be problematic for a couple of different reasons:
- Search engines, especially Google, will not know which keyword you want to rank for. It might rank less valuable pages. For example, you might have a bigger market in Wake Forest but consistently show up in Morrisville, which is not your priority area.
- It is prone to keyword cannibalization, which occurs when two or more pages on the same site share similar or exactly the same target terms or phrases. This dilutes your keyword authority.
Making every piece of content unique is the best solution, using your deep knowledge of the target audience and the area. If you are in the healthcare industry, what are the demographic characteristics of your potential audience in Apex? How do their concerns differ from those in Rolesville? Do you have services not already offered in either location?
You can also improve the performance of your pages in the search engine results pages by
- Assigning unique long-tail keywords to optimize for every page
- Consolidating similar content in favor of the best-performing one
- Using canonicalization to tell Google which content you want to rank
- Managing the crawl budget so that spiders will have more opportunities to index other valuable pages
- Updating the content to include new relevant information and keywords
3. Pick Keywords According to User Intent
User intent refers to a user’s goal when typing a query into a search engine. In simpler terms, it is the reason behind the search.
Choosing keywords that match user intent helps improve the relevance of your content, leading to better SEO results. When your content aligns with user intent, it is more likely to satisfy them. This leads to longer dwell times, lower bounce rates, and higher conversion rates — all signals that Google uses to assess page quality.
User intent falls into three categories:
- Informational. The user seeks more information on a specific topic, product, or service. For example, “What is the best way to clean a wool rug?”
- Navigational. The user tries to get to a specific website or page. For example, “Raleigh Public Library homepage.”
- Transactional. The user wants to buy something or complete a transaction. For example, “Buy women’s running shoes in Raleigh.”
Many AI keyword research platforms can identify terms according to intent, but a Raleigh SEO company also uses its expertise and processes to choose the ideal ones for your site. For instance, it incorporates market research and historical data to better understand potential customers.
4. Manage Online Reputation
Whether good or bad, online reviews are part of your overall on-page local optimization strategy. First, they contain a wealth of keywords that can help you rank. Sometimes the exact user comments appear in the search results.
Second, they improve the user experience. People read reviews to gather more product or service information. More detailed evaluations from previous customers can mean better and faster decision-making.
However, it is important to manage these reviews because they affect your reputation and purchasing decisions. One eye-tracking study suggests that consumers, especially women, pay more attention to negative reviews than to positive ones.
Furthermore, spammy, suspicious, or fake reviews, whether deliberate or not, violate many rules, including federal ones. Search engines, for example, can delete your indexed pages.
Many SEO agencies offer brand management as part of their service. They have a dedicated team to track existing and new reviews, check their legitimacy, and answer them, particularly complaints and any posts that may have questions and concerns.
5. Take Advantage of Geotags and Image Optimization
Geotagging involves adding geographical information (such as latitude, longitude, and even altitude) to various types of media, including images, videos, and websites. This data can help search engines understand where your content was created or is relevant, improving its performance in local search results.
Meanwhile, image optimization creates high-quality images in the right format, size, and resolution, with appropriate alt text and descriptive filenames. It helps improve website load speed, provides a better user experience, and enhances SEO performance.
Both are valuable in social media promotions because they can increase engagement and click-through rates. Geotags, for example, help users quickly find offers relevant to their current location. Businesses can also use the data to understand consumer behavior. Plus, adding pictures of your product or service helps boost brand awareness.
To effectively execute both:
- Use a tool or software to add geolocation data to your image files.
- Follow appropriate file formats, compress your images, and use descriptive filenames that include your target keywords.
- Include alt text to give more context to the images and improve content accessibility.
- Add geotagged images and videos to your Google My Business listing.
Good on-page local SEO puts a Raleigh SMB on the map, even without a hefty budget. These strategies show you that it is possible.
However, competitors are aggressive. If you want to stay relevant, your marketing approach should also be assertive. Digital Authority Partners (DAP) is a Raleigh SEO company specializing in B2B and B2C markets. Our expertise gives you a comprehensive, measurable local SEO plan tailored to your needs and target market. Contact us to learn more.
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